However, I know if I was in that situation, I'd probably call. *Sigh* I know a few leaks, yet I can't help myself sometimes and the gambler within comes out to plaaaaayyyyyyy...
If I bet as a bluff, I should be thinking "am I getting better hands to fold? Is it likely that he will fold x% of the time to a y sized bet to make it +EV?". If I bet for value, I should be thinking "am I getting worst hands to call? Am I ahead of enough of his range that this is a good value bet?".